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Some briefs don't ask for a video. They ask for a system. For Mercado Libre, across 14 countries, we built one — a motion engine that produces endless branded content at scale, without losing control.
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Directed & Produced by Plenty
Client: Mercado Libre
Country: Latam
Year: 2025
Definition: A Brand Content Engine is a production system where motion, CG, and code work as one — turning a brand identity into an infinite, self-consistent content machine.
01 — The Concept
Not a campaign.
A system that makes campaigns.
The Brand Content Engine is a concept developed at Plenty within our Living Identities framework. Instead of producing finished videos, we design the system that generates them — encoding a brand's motion behavior into a living production tool.
02 — The Challenge
1 brand. 14 markets. Infinite content needs.
Mercado Libre doesn't run one campaign. It runs hundreds across countries, currencies, product categories, and sales events. The challenge was never creative. It was systemic.
Without a system
Every asset animated by hand, one by one
Visual consistency depends on individual talent
Each market re-solves the same problem
Scaling means multiplying cost and time
Brand control erodes with every new version
With the engine
→ Thousands of variations from one logic
→ Consistency built into the system itself
→ Built once, deployed across all markets
→ Scaling is a setting, not a new production
→ Brand behaviour is locked and protected
03 — How It Works
CG, compositing, and code — fused inside After Effects.
The engine combines three layers that usually live apart. Together, they let any team produce on-brand video by adjusting parameters rather than rebuilding scenes.
04 — Control at every level
Complexity built in. Simplicity on the surface
Too many elements? In a couple of clicks, the system simplifies itself, prioritising what matters for each market and each moment — without breaking visual coherence.
/ 01
CG Universe
A fully rendered 3D world — products, boxes, conveyor belts, environments — built as modular, swappable assets.
/ 02
Compositing Layer
Post-production logic that automatically assembles renders, titles, and prices into finished frames.
/ 03
Code Layer
Scripting inside After Effects that drives personalisation — language, currency, product, format — fully responsive.
Render tests
Credits
Executive Creative Director: Mariano Farías
Creative Directors: Javier Eyherabide, Francisco Capuzzi
Executive Producer: Gladys Esquivel
Coordinator: Gladys Esquivel, Marina Dominioni
Art Director: Javier Eyherabide, Francisco Capuzzi
Design: Javier Eyherabide, Francisco Capuzzi, Nicolas Reyna, Mauro Bressan, Edwar Banquet
Animation: Hernán Estevez, Pablo Ferreiro, Juan Ignacio Garay
Compositing: Maximiliano Lagraña, Nico Pellegrino
Music: Matias Schiselman